What business are you really in? Did you respond by saying the industry or technical nature of your business? Did you respond by the type of work you do? For example, did you respond with food service, construction, plumbing, accounting, janitorial, car dealership, consulting, manufacturing, or retail? If so, you may well be limiting the growth and success of your business. Stop thinking small like a technician, employee or doer. Start thinking big like a strategic business owner and leader.
Above all else, you should be in the business of MARKETING. That's right. Your mindset should be that you own a customer-gaining, money-making, marketing business. No matter your technical product or service, you are first and foremost in the marketing business. You and your company's top priority should be attracting, serving, retaining and multiplying customers. With sufficient customers and profits, you can tackle nearly every challenge. Without sufficient customers and cash flow, you won't have a viable or sustainable business.
Even if you have the best product or service in town but people don't know that, you will not create abundant business and wealth. Wealth is created by leveraging marketing - communicating to and influencing large groups of current customers, prospects and referral sources. Marketing is simply on-going education. You are educating customers, prospects and referral sources why it's in their best interest to do, and continue to do, business with your company. Who is in charge of that critical, on-going education and communication campaign for your company? If no one, be warned! You are thinking and acting like a technician, not a business leader.
As an owner, instead of focusing on the day-to-day, technical aspects of the business, you need to adopt a marketing mindset and mode of operation. For example, if you own a restaurant, don't get caught up merely in the technical trenches and details of your business - ordering supplies and preparing and serving food. While that is all very important, others in the business can do that for you. Delegate the technical aspects of the restaurant but take full responsibility for the marketing function.
If not you, who is going to continually educate people on why they should eat there in the first place, continue to come back, and recommend the restaurant to their friends? Overall, the right marketing mindset and strategies will allow you to "create a unique dining experience" and communicate that to the marketplace. As owner, keep your mind elevated and focused on what truly drives customers and revenue into your business - marketing does! There is no better or higher use of your time and talents than to think about strategies to attract, retain, and grow your customers.
Some would argue that a quality product and/or service is all that is needed to have a successful restaurant or any business for that matter. I would argue that you must create sufficient value and an overall good experience for your customers to even remain in business. Don't delude yourself, a good product/service is an absolute basic and minimum requirement to be in business -- it will NOT differentiate you. To set yourself apart, you must attract customers in the first place and you do that with smart marketing.
Case in point, think about McDonald's. While they may not serve the best-tasting burger or shake in the world, they have perfected marketing into a science and serve millions of customers year in and year out. How? They know with certainty they are in the marketing business (bigger vision) and not just in the hamburger business (limiting vision). They market Happy Meals and toys to your kids. They market quick food and guiltless pleasure ("you deserve a break today") to overly-busy, overwhelmed and time-strapped parents. They market a clean, consistent, and convenient eating and restroom experience for road travelers no matter what town they are in. Again, they understand they are in a marketing business first and foremost and that is why they are such a huge success.
Again, what business are you really in?
Daniel Murphy
The Growth Coach
Business Coaching Franchise System